RNN launches NEW AI Charter

This AI charter has been introduced to ensure that we use artificial intelligence ethically and responsibly within our PR Agency as we continue to use AL tools in our day-to-day operations.

At RNN, the team commits to:

• We will learn about the AI tools and technologies used within the PR industry and ensure that we complete appropriate training in using any technologies that we introduce into our company. New AI tools will continue to become available as technology develops, so we will ensure that we stay up to date with new technologies, continue with CPD training on AI and encourage ongoing learning to ensure best practice. Any introduction of a new AI tool into the company must first be authorised by the company Director and tools will be reviewed on a regular basis.

• Ethical considerations and risk prevention will always be at the forefront for us when utilising an AI tool. We will always be cautious in our approach to AI.

• As a CIPR member, our agency will ensure that we follow the guidance provided in the Global Alliance Responsible AI Principles for the PR and Communications Profession and the Venice Pledge Guiding Principles for Ethical and Responsible Artificial Intelligence — Global Alliance

• We will ensure that we are open and transparent on all AI usage (at any stage of the process from generating ideas to research and creating content).

• We will also thoroughly check and research the source of any information generated by AI to ensure that it is accurate. We will never use unsubstantiated copy that’s potentially biased or misleading.

• Images generated by AI will be clearly labelled.

• We will openly share information to our clients on what AI tools we use in our company, should the client request it.

• Accountability – It is the responsibility of all staff within the company to comply with this AI policy. Any violations of the AI policy will be addressed promptly and appropriately. Non-compliance may result in disciplinary actions, including but not limited to additional training, formal warnings, or other measures deemed necessary to ensure adherence to the policy. It is essential that all employees understand their role in upholding these standards and actively participate in maintaining the ethical use of AI within the organisation.

• This policy will be reviewed and revised annually to ensure it is up to date with best practice advice and the development of new technologies.